Varsity Tutors | Rebrand & Guidelines
Putting the conversation before the credit card.
My Role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management and Presentation
Overview: The Varsity Tutors brand voice was confusing and inconsistent. The website and company culture focused mainly on getting the sale. We weren’t sharing the benefits of online tutoring or making any meaningful connections. I was tasked with uncovering our brand voice and changing how we talk to our audience.
Action:
I conducted brand perception surveys, interviewed customers, and listened to calls.
I led internal brand workshops to understand how we wanted to be perceived and the qualities we hoped to embody.
I distilled everything I heard into a brand voice document, which served as a gut-check for all work.
Working closely with product teams and my design partners, I built comprehensive brand and messaging guidelines, which became the foundation for everything from call scripts to microscopy to TV ads.
I put a heavy focus on customer-focused and empathic messaging.
Results:
All our content became more consistent and on-brand, and stakeholders better understood how to speak to customers.
Varsity Tutors went from having less than 19% brand awareness to becoming the #1 live online tutoring platform in the U.S.
As a whole, the company became more attentive to serving the needs of the customer.
